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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
I Ketut Rama Arya Sentosa
Program Magister Manajemen, Universitas Bandar Lampung
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analisis Strategi Pemasaran Puspa Jaya Transport untuk Meningkatkan Penjualan Tiket I Ketut Rama Arya Sentosa; Tina Miniawati Barusman
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 3 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i3.11493

Abstract

Marketing strategy is crucial for any business, whether selling goods or services. Puspa Jaya Transport, an intercity and interprovincial (AKAP) bus company, faces fluctuations in passenger numbers influenced by both internal and external factors. This study aims to analyze Puspa Jaya Transport's marketing strategy to increase ticket sales. This qualitative study used observation, interviews, and data analysis techniques, supported by a SWOT analysis and the IFAS and EFAS matrices. The results indicate that Puspa Jaya Transport is in quadrant I (growth), with strengths in service quality, punctuality, and excellent facilities, which are key strengths in utilizing digital promotional media. The recommended strategy is the SO strategy, which maximizes service quality, facilities, and digital optimization to increase ticket sales.
Co-Authors Tina Miniawati Barusman